Google, Microsoft Push Schema Markup to Power AI Search
Google and Microsoft doubled down on schema markup’s role in AI-driven search this May 2025. Both tech giants stressed structured data as key to making content “machine-readable” and eligible for AI features.
The emphasis comes as generative AI platforms like Google Gemini, Microsoft Copilot, and specialized chatbots reshape search. Users no longer click through linear links—they engage in conversations, hopping across platforms. 
The solution? Brands must adopt schema markup and build content knowledge graphs. These tools define entities (people, products, services) and link them contextually, letting AI better understand and integrate content in responses.
SEO and content teams now need to work together to create these graphs. They start by mapping core topics, tagging entities consistently, auditing content for coverage gaps, and building pillar pages that serve as AI-friendly hubs.
Google’s developer blog and Microsoft’s Bing updates confirm schema is not just for rich results anymore—it’s foundational for AI to “confidently identify, interpret, and surface” relevant info.
Gary Illyes of Google recently cautioned not to overuse schema since it’s not a direct ranking factor but agreed its machine readability is vital.
Google stated on their developer blog:
“Make sure structured data matches the visible content”
and that schema “makes your content machine-readable.”Microsoft added on Bing’s blog:
“IndexNow enables faster and more reliable updates for shopping and ads” leveraging structured data.
Enterprises are urged to redefine SEO beyond keywords and focus on semantic connections to future-proof discoverability. The objective: to have AI recognize their expertise early in the increasingly conversational search journey.
The emerging playbook:
- Define brand’s core topics and entity relationships.
- Use Schema.org vocabularies to link and clarify these entities.
- Audit existing content for entity coverage.
- Launch pillar pages that anchor authoritative info.
- Track performance by entity, not just keywords.
This strategy gives brands a say in how AI represents them—affecting visibility, reputation, and competitive edge as AI-driven search modes dominate.
The question for brands: What do you want AI to know you for? Your content knowledge graph will tell the story.
Featured Image: Urbanscape/Shutterstock
